The Eco-Beauty Movement: A Deep Dive into Millennial Green Cosmetic Purchases
Abstract
Green cosmetics are already rife in the market, but unfortunately, green cosmetics enthusiast is only about 25%. Many factors influence consumer decisions in buying green cosmetics, such as the quality offered, the influence of various media and the culture of green living which is currently a trend to support earth actions. This study aims to see how product quality, cultural changes, and social influences can influence millennials’ purchasing decisions on green cosmetic products. This research is exploratory quantitative research with millennials as a population. Age rage for the sample is 15-45 years old. The sampling technique used un accident sampling with the Lemeshow formula and found 197 respondents because the population number was unknown. Data collection techniques and questionnaires and were analysed using the warpPLS tool. The result showed that product quality did not significantly affect the purchase decision of green cosmetic. All product quality indicators have high criteria, this is because consumers have skepticism about green cosmetic products, especially the price issue. Green products are still synonymous with products with high price while Indonesian people’s incomes still tend to be low. On other hand, the highest buying decisions are influenced by social influence, especially by influencers on social media. Today’s consumers are easier to trust what they encounter on social media, as well as easier to trust influencers they trust. This study finds greenwashing as another factor why people are still not interested in buying green cosmetics products.
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